Design Thinking

for Innovation
Module 2: Empathize
and Understand
Today’s Agenda

• Introduction to Empathetic Research

• Limitations of Traditional Research
• Goals of Empathetic Research
• Methods of Empathetic Research
• Observation
• Skilled Interviewing
• Quiz on Module 1
• Recapitulation and Assignment
Introduction to
Empathetic Research
Introduction to Empathetic Research: Three Points

• Limitations of Traditional Research

• Goals of Empathetic Research
• Methods of Empathetic Research
Traditional Research

• What research methods do companies use to learn about their

customers?
• Type your answers in chat now.
• Surveys
• Questionnaires
• Feedback Forms
• Consumer Testing
Focus of Traditional Research

• What kind of information do companies try to get from their

customers that will help to design new solutions?
• What QUESTIONS do companies ask?
• What do customers want?
• Will customers buy the products?
• How much will customers pay for the products?
• How satisfied are customers with the solutions they are using now?
Limitations of Traditional Research

• What are some of the limitations of traditional research

methods?
Limitation 1: People Don’t Do What They Say
Limitation 2: People Won’t Say What They Do

Do you
cheat at What
school? the ?????
???
Limitation 3: People Can’t Say What They Do

• Post your answer to this question in chat now:

How do you eat your breakfast?
Three Goals of Empathetic Research
1. Learn what the customer (or user) THINKS
2. Learn what the customer (or user) FEELS
3. Learn what the customer (or user) DOES

MIND HEART ACTIONS

Two Different Goals

Goals of Traditional Research Goals of Empathetic Research

Understand a BUYER Understand a HUMAN BEING
SELL the solution DESIGN a solution
Why is Empathetic Research So Different?

• We want to learn people’s thoughts, feelings, and habits so we

can design solutions that fit with them
• We want to identify people’s needs so we can design solutions
that meet them
• In addition to observing problems, we want to discover
opportunities that cannot be observed, but must be imagined.
Methods of Empathetic Research

• The most common methods:

• Observation
• Skilled Interviewing
• Focus Groups
Observation
What Does Observation Mean?

• LOOK! • LISTEN!
Three Ways to Observe Customers and Users

1. Participant-Observer Method
2. Shadowing
3. Simple Observation
Participant-Observer Method

• Become one of them

• Live or work alongside them
Shadowing

• Walk alongside them

• Watch them
• Ask questions occasionally
Simple Observation

• Watch when they don’t know you are watching

• Includes mechanical observation
• Hidden camera
• Keystroke recording
• Eye tracking
Skilled Interviewing
Not Your Typical Interview!

• Different from casual conversation

• Different from TV and Radio interviews
Difference #1: Ask Carefully Scripted Questions

• Work from a script (Interview Protocol)

Targeted Questions

• Stay focused! Ask ONLY questions that will reveal the customer’s
thoughts, feelings, and actions.
I need to know Questions I will ask Insights I hope to gain
Role and importance What does money mean to Hopes and fears with regard to
of money you? finance.

  What do you do with your Attitudes toward spending, saving and

extra money? investing.

Attitude toward How do you feel about Hidden anxieties about banks and
financial institutions financial institutions? other financial institutions

  How do you choose a Qualities desired in a bank

bank?

Habits with mobile Which apps on your phone Comfort level with digital solutions.
apps do you use most often?
OPEN Questions Only!

• According to you, what is an OPEN question?

• Type your answer in chat now.
Types of Questions
• Closed = begins with verb (Do you, should we, will she)
• Open = begins with who, what, when, where, why, how
Rate These Interview Questions: Skilled or Unskilled

1. Do you know anyone who cheats at school?

2. What do you think of Prime Minister Modi?
3. Have you ever purchased a pair of blue jeans?
4. Would you use a mobile app that helped you improve your
marks?
1. Not skilled. Closed question. Begins with a verb, “do”.
Check your
2. Skilled. Begins with a question word. “what”. Asks for the customer’s
understanding now
THOUGHTS.
with a short self-test
3. Not skilled. Closed question. Begins with a verb, “have”.
4. Not skilled. Closed question. Begins with a verb, “would”. Also, it is a
sales question, not an empathetic question.
Now, You Try It!

• Imagine that you are doing empathetic research about university

students. Your design challenge is: What can we design that will
reduce student cheating by 90%?
• Write ONE QUESTION that might lead to an insight about how
students think, feel, or act.
• The question must focus on the human being, not the “customer”
• The question must be an open question
• The question must focus on thoughts, feelings, or actions
• Keep the question with you. You will use it later in this session.
Active Listening

• Pay careful attention

• Listen with your ears and your eyes
• Mirror what is said
• Rephrase
• Echo

Helpful Hint: This is a great technique at work and at home, too!

Difference #2: One-Way Communication Only

THEY TALK YOU

LISTEN
Difference #3: Record Every Word

TAKE A PM Modi has

QUICK done some
QUIZ interesting things
NOW
BASED
ON THIS
SLIDE
How Should You Record Your Interviews?

• BEST: Video recording with transcription

• NEXT-BEST: Audio recording with transcription
• ACCEPTABLE: Detailed note-taking (actual words, not
interpretations)
• ALWAYS GOOD: Debrief immediately afterward.
Breakout Group Activity

• Pose (ask) your interview question (you wrote it a few minutes

ago) to one other student. Take notes when the student answers
you.
• Then, have the other student ask you his/her interview question.
He/she should take notes while you answer.
Debrief from Breakout Group Activity

1. Unmute yourself and talk about your experience asking an

interview question.
2. Self-Checklist
a. What kind of question did you ask, open or closed?
b. What kind of information did you get about the student’s thoughts,
feelings, and actions?
c. How well did you keep your attention focused on the student?
d. How well did you listen and not interrupt?
Quiz on Module 1
Brief Reminder Before the Quiz

• Module 1: Overview of Design Thinking

• What is the definition of Design Thinking?
• How is Design Thinking different from other design methods such as art
and engineering?
• When do we need to use Design Thinking?
• What are the advantages of Design Thinking?
Assignment and
Recapitulation
Your First Group Assignment for Module 2

• This is part of your semester project. The Design Thinking challenge is:
What can we design that will raise the approval rating of the AP state
government to 90%? This is your first step in the project.
• Your first group assignment has two parts
1. Every group member working alone, must fill an interview protocol form (available
on Canvas) and interview an adult (age 21 or older) citizen of Andhra Pradesh about
the state government. Apply the lessons we taught in this session.
2. The group, working together, must fill and submit a Group Interview Form. The form
is available on Canvas.
3. The assignment is due by Friday of next week.
• Introduction to Empathetic Research
• Limitations of Traditional Research
• Goals of Empathetic Research
• Methods of Empathetic Research
• Observation
• Skilled Interviewing
Things You Must Know

• Introduction to Empathetic Research

• Limitations of Traditional Research
• Goals of Empathetic Research
• Methods of Empathetic Research
• Observation
• Talking is not the best way to do empathetic research. Observing is.
• Skilled Interviewing
• Empathetic interviews are very different from other interviews
• The goal is to understand a human being
• The focus is the thoughts, feelings, and actions of the person